final manas bmw2

8/13/2019 Final Manas Bmw2

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PART-I

COMPANY PROFILE

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Company History & profile:-

ayeris!"e Motoren #er$e AG (BMW), (literally English:

Bavarian Motor Works) is a German automobile, motorcycle

and engine manufactsuring com any founded in !"!#$ %t also

o&ns and roduces the Mini brand, and is the arent com any

of Rolls-Roy!e Motor Cars% BMW roduces motorcycles

under BMW Motorra and H's()arna brands$ BMW is

kno&n for its erformance and lu'ury vehicles, and is a global

leader in remium car sales $

BMW entered e'istence as a business entity follo&ing a

restructuring of the a Motoren&erke aircraft engine

manufacturing firm in !"! $ After the end of World War % in

!"!*, BMW &as forced to cease aircraft engine roduction by

the terms of the +ersailles Armistice reaty$ he com any

conse-uently shifted to motorcycle roduction in !"./ once

the restrictions of the treaty started to be lifted, follo&ed by

automobiles in !".*0."$

he circular blue and &hite BMW logo or roundel is ortrayed by BMW as the movement of

an aircraft ro eller, to signify the &hite blades cutting through the blue sky 0 an

inter retation that BMW ado ted for convenience in !".", t&elve years after the roundel &as

created$1 he emblem evolved from the circular Rapp Motoren*er$e com any logo, from

&hich the BMW com any gre&, combined &ith the blue and &hite colors of the flag of

Bavaria, reversed to roduce the BMW roundel$ 2o&ever, the origin of the logo being based

on the movement of a ro eller is in dis ute, according to an article recently osted by the

3e& 4ork imes, -uoting 5At the BMW Museum in Munich, Anne 6chmidt78ossi&al,

e' lained that the blue7and7&hite com any logo did not re resent a s inning ro eller, but

&as meant to sho& the colors of the 9ree 6tate of Bavaria$5

2

Type Aktiengesellschaf

t

Industry Automotiveindustry

Founded 1916

Founder(s) Franz Josef Popp

Headquarters Munich !ermany

Area served "orld#ide

Key people $or%ert&eithofer '()*+Joachim Mil%erg'(hairman of thesupervisory%oard+

Products Automo%ilesmotorcycles%icycles

Revenue ,-./60 %illion

'2..9+

http://en.wikipedia.org/wiki/File:BMW_Logo.svg


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By the year !" ", the automotive division of BMW &as in financial difficulties and a

shareholders meeting &as held to decide &hether to go into li-uidation or find a &ay of

carrying on$ %t &as decided to carry on and to try to cash in on the current economy car boom

en;oyed so successfully by some of Germany


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BMW M/ (Dou and Donvertible)

BMW M# (Dou and Donvertible)

BMW H? (sCrive/ i oadster)

BMW Identifying Market OpportunitiesA critical factor in BMWIs success is its ability to gather ne& ideas, ick the best ones and

im lement them BMW ly through an integrated innovation rocess$ he BMW innovation

rocess has three stages$ he first stage is innovation research and this is accom lished

through technology e' loration and their virtual innovation agency$ he second stage is

management &hich translates these ne& ideas to o ortunities and the third stage is innovation

transfer, &here the o ortunities are translated to conce ts$ he focus here is on the first t&o

stages &here ideas are generated and translated into market o ortunities$

I ea ,enerationatellites

BMW has different satellites around the &orld that are strategically laced to ensure thatBMW is -uick to identify ne& technologies and market trends$ BMWIs aim is to understand

market o ortunities by artici ating in them rather than by sim ly revie&ing market

research$ 9or e'am le, the 8alo Alto Denter is strategically laced in one of the most high tech

regions in the &orld and engineers &orking there have access to the geniuses &ho are

develo ing advanced hard&are and soft&are develo ments, and &ork &ith these contacts to

create ne& automobile com onent roducts$

CompetitionEach year, ! BMW em loyees are selected to travelto 8alo Alto to unearth the ne't

breakthrough in automotive innovation$ Dross7functional teams of three, have " days to

identify, e' lore, and develo ne& ro;ects$


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.irt'al Inno)ation A/en!y

BMW gathers ideas from e'ternal sources through +irtual %nnovation Agency (+%A), &hich is

an %nternet ortal created for develo ing ne& relationshi s &ith otential e'ternal innovators

&ho may be individuals, small com anies, or large com anies from other business centers and

research centers$ hose &ho have ideas that could can enter them on the &ebsite$ %f BMW is

interested in im lementing the idea a ro riate ersonnel contacts are rovided$ he innovator

is then reimbursed for his idea$

Opport'nity ,eneration

tr'!t're

BMW uses si', innovation areas for o ortunity identification$ his set of areas is a center for

defining market o ortunities and managing ideas and each area is focused on a articular

customer7driven need$ he fields are as follo&s: e' erience dynamics, convenience and

service, safety and security, conce t cars and e' erimental vehicles, aesthetics and value and

environmental acce tability$ Each innovation area is cou led &ith an element of the

com anyIs business strategy that is established by an innovation strategy board consisting of

BMW board members, cor orate strategists, and innovation managers$ 9or each field, there is

an %nnovation 9ield Manager(%9M) and an %nnovation 9ield Douncil (%9D) and it is the

councilIs role to inter ret the directives of the innovation strategy board into needs and

o ortunities for ne& roducts and com onents$ he overarching aim of these areas is to

rovide focus and decision traction to rioritiJe ideas and o ortunity areas$

Fee +a!$ Loop

he innovation team in Munich manages the innovation ortfolio$ his ortfolio tracks ideas

from generation through com leted ro;ects and then monitors the ro;ectsI results once they

are im lemented$ his hel s BMW to track erformance of its rocess$

#"at ma$es M# e0!el 1

BMW e'cels for the follo&ing ma;or reasons$ hey have access to a huge ool of ideas both

&ithin the com any and e'ternal to the com any and they make sure that the culture and

rocesses that they rovide, foster continued idea generation$ heir rocess ensures that ideas

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that align &ith their strategy and &ith articular customer needs are categoriJed and filtered$

Also, the feeback loo tracks erformance of the rocess and allo&s BMW to make

continuous t&eaks to the rocess$

International strate/y

German automaker BMW lans to make smaller, lighter more fuel7efficient vehicles for the

global market, but indications are they still e' ect a ! ercent gro&th in remium vehicles in

the $6$ in the ne't t&o years$ Fet


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Euro e &ill remain BMWIs largest market, follo&ed by Dhina, and 6

Dlassic vehicles like 76eries &ill continue to have future in BMW


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TP OF M#E,MENTATION

Bayerische Motoren Werke Aktiengesells chaft (BMW grou ) manufactures automobiles and

motorcycles &orld&ide$ he activities of the BMW Grou are divided into three segments that

include the Automobiles, the Motorcycles, and the 9inancial 6ervices segments$ he

Automobiles segment he Automobiles segment engages in the develo ment, manufacture,

assembly, and sale of cars and off7road vehicles, under the brands BMW, M%3% and olls7

oyce, as &ell as s are arts and accessories$ BMW and M%3% brand roducts are sold in

Germany through branches of BMW AG and by inde endent, authoriJed dealers$ olls7 oyce

brand vehicles are sold in the 6A through a subsidiary com any and else&here by

inde endent, authoriJed dealers$ he Motorcycles segment he BMW Motorcycles segment

engages in the develo ment, manufacture, assembly and sale of BMW brand motorcycles, as

&ell as s are arts and accessories$ he 9inancial 6ervices segment he 9inancial 6ervices

segment focuses rimarily on leasing automobiles, roviding loan finance for retail customers

and dealers, acce ting customer de osits and insurance activities$ he BMW Grou o erates

in the

&orld markets &ith .. roduction and assembly lants, /? sales subsidiaries and a research

and develo ment net&ork$ 6ignificant Events Ceutsche elekom AG entered into a

artnershi &ith BMW Grou , as art of &hich the t&o com anies &ould organiJe ;oint

research and develo ment ro;ects in areas, such as data security and vehicle maintenance$

BMW Grou is collaborating &ith Mercedes7BenJ Dars$ Both firms are collaborating to

develo , roduce and urchase car com onents$ Mercedes7BenJ Dars

and BMW are e' loring coo eration, on a ro;ect7by7 ro;ect basis, in develo ing and

roducing com onents, including engines$ BMW Grou introduced ne& variants of its 6eries sedan in Luly . *$ he ne& variants, BMW . d, / d and / d 2ighline o&ered by

diesel engines, &ould be additions to its e'isting etro variants BMW . i and BMW / i$

BMW Grou has e'tended its collaboration &ith Caimler AG$ he collaboration is targeted at

urchasing certain vehicle com onents$ Both com anies had earlier collaborated to develo

hybrid drive train technology$ +attenfall Euro e AG and BMW Grou , in 3ovember . *,0


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PO ITIONIN,

8ositioning is &hat the customer believes about your roduct


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#$ By rice or -uality7 iffany and Dostco both sell diamonds$ iffany &ants us to believe that

their diamonds are of the highest -uality, &hile Dostco tells us that diamonds are diamonds

and that only a chum &ill ay iffany rices$

8ositioning is &hat the customer believes and not &hat the rovider &ants them to believe$

8ositioning can change due the counter measures taken at the com etition$ Managing your roduct ositioning re-uires that you kno& your customer and that you understand your

com etition= generally, this is the ;ob of market research not ;ust &hat the entre reneur thinks

is true$

8ositioning is undoubtedly one of the sim lest and most useful tools to marketers$ After

segmenting a market and then targeting a consumer, you &ould roceed to osition a roduct

&ithin that market$

emember this im ortant oint$ 8ositioning is all about < erce tion


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he term < ositioning< refers to the consumer


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Positioning Map for Cars.

he si' roducts are lotted u on the ositioning ma $ %t can be concluded that roducts tend

to bunch in the high riceNlo& economy (fast) sector and also in the lo& riceNhigh economy

sector$ here is an o ortunity in the lo& riceN lo& economy (fast) sector$ Maybe 2yundai or

Ria could consider introducing a lo& cost s ort saloon$ 2o&ever, remember that it is all do&nto the erce tion of the individual$

F2T2RE PRO PECTI.E - 3456 M# .ision

'per!ar

When BMW unveiled the &ild7looking +ision EfficientCynamics conce t at the . "

9rankfurt Motor 6ho&, one had to &onder: S%s this a ie7in7the7sky sho& car, or could it be

tomorro&Is su ercarQT According to an inside source at BMW, itIs the latter$ And &hile a

BMW eco su ercar isnIt a reality tomorro& (or even ne't year), a car very similar to the

9rankfurt conce t could be on the road by . ! $ WhyQ SBecause the entire conce t car is

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based on technology that BMW has already develo ed, or is currently develo ing,T said our

source$

9or instance, the +isionIs rear electric motor is from the 6eries Active2ybrid, &hile the

front electric motor system is Sfeasible,T and the +isionIs !$ 7liter /7cylinder turbodiesel is

a arently already in develo ment$ he technologies furthest from current reality are the

lithium7 olymer batteries and the +isionIs heat7energy7regenerating system, both of &hich are

Sabout five years out$T Michelin is said to be hard at &ork develo ing ne& lo&7rolling7

resistance tires that also rovide good handling$ Everything else on the conce t could be

roduced, if only in small -uantities$ %t follo&s that the +ision makes sense only as a su ercar

Uundoubtedly an e' ensive one$

Also, donIt count on Famborghini7like erformance$ ather, the goal &ith the +ision is near7M/ acceleration, but &ith su er high mileage and lo& emissions$ A BMW official told us the

+ision Efficient Cynamics conce t &as Se'tremely &ell received and many otential

customers have already asked us to build it$T We hear BMW &ill soon sho& a fully running

demonstration rototy e, as o osed to the electric7only sho& car &e featured in our March

. !

Entry trate/ies

Entry strategy for international markets is a com lete lan, &hich sets the ob;ectives, goals,

ca ital, and lanning that hel s com any in international business o erations over a future

eriod long enough to achieve their goals in &orld markets$

9oreign market has al&ays been one of the significant fields of o ortunity and s&itching

costs %%n seeking to serve and enetrate foreign market, firms may choose various entry

modes %1


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6ome of the ty ical modes of foreign market entry are as follo&ing:

E0portin/ (direct and indirect)

Li!ensin/

7oint .ent'res

#"olly o*ne s'+si iaries

E('ity an non-e('ity mo es

he entry strategy of com anies ty ically follo&s one or t&o alternative atterns$ Waterfall

strategy &as the referred choice made by the BMW$ nder the S&aterfallT scenario, the

roduct or services &as gradually move into overseas markets, &hile in the s rinkler mode

roduct is introduce in several countries market simultaneously &ith in a limited eriod$

%t goes &ell &ith the cultural distance and learning atterns$ After success in the home market,

the roduct gradually moved out to culturally close markets$ he other advantage is that the

e' ansion can take lace in an orderly manner, and the same managers can be used for

different countries, &hich hel s to ca italiJe on the skills develo ed and it is relatively less

demanding in terms of resource re-uirements$

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PRICIN, TRATE,Y OF M#

BMW deals in lu'ury car that &hy they foll& the s$imin/ pri!in/ strate/y $

1/ BMW has riced the ! 6eries very close to the / 6eries forcing consumers to hold off

re7orders until they can see and drive the car$ Many may end u buying a /76eriesmodel instead of a !76eries car$

.$ he ricing strategy has angered many initial BMW !76eries customers and

consumers &hich consider the car over riced$ 8ricing has driven many a&ay from

buying$

/$ he /76eries may actually be a Sdo&n sellT for BMW dealers as consumers find

better value and lo&er lease ayments on a com arable /76eries car$ BMW / 6eries

sales may actually get a bum from the ! 6eries launch$

?$ he clear consumer favorite is the BMW !/ i &hich may make it harder for dealers

to sell the !.*i models &ith internal com etition from the / 6eries models and outside

com eting models$

$ Dom etition from Audi A/ and A? as &ell as the %nfiniti G/ &ill give ricesensitive sho ers a com elling urchasing alternative to &hat is erceived as an

over riced ! 6eries initial ricing model$

.$

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5% Intro '!tion

BMW is an acronym for Bayerische Motoren Werke AG77or, in English, Bavarian Motor

Works$ Whatever you call it, the German7based com any is one of the &orld


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significantly, thanks in art to the immense o ularity of the ! , a s orty family sedan$ By

the !" s, BMW &as establishing itself as a full7fledged car com any$

%t &as a ioneer for many emerging technologies, including turbo charging and advanced

vehicle electronics$ his &as also the eriod &hen BMW of 3orth America &as established

and consumers, &ho coveted both s orts and lu'ury cars, became loyal 5Bimmer5 o&ners$ he

< s also sa& the birth of BMW


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lu'ury cars can only be afforded by the eo le &ho belong to the high income grou and there

are a lot of such takers in the %ndian automobile market$

he recent gro&th in the lu'ury car market in %ndia is much more than mere market dynamics

in a articular car segment$ %t is a reflection of the changing lifestyle of the affluent class in the

country$ %n %ndia, the lu'ury car segment (Average 8rice . 7/ Fakh) has been gro&ing at

an average rate of . @ or above during recent years= it seems to be least affected by the

global financial crisis$ Curing &orst recession eriod &hen &orld &as facing lo& market

demand trends, %ndian lu'ury car segment gre& at ./@ to #,# ! vehicles according to the

6ociety of %ndian Automobile Manufacturers (6%AM) des ite a $ @ decline in assenger

car sales, to !!$ ? lakh vehicles (A ril7Cecember .AA* e ort)$ But financial year ended March . ! has sho&n gro&th of automotive sector u by . @ to ! $.#

lakh vehicles$ his indicates o timistic sign of recovery of sector$ While the

%ndian auto industry is e' ected to gro& at ! @ to !"@ on an average, sales of lu'ury

and su er7lu'ury cars are e' ected to gro& e' onentially$

2.


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Project Report on BMW Super Luxury Cars

Fu'urycar segment accounts only for /7?@ of total car sales in %ndia$ But &hat lures the

international ma;ors is the fact that this segment is gro&ing at . @7 lus (. " sales),

much

higher than ! 7! @ gro&th registered by the small assenger car segment over the ast fe&

years$ his gro&th of lu'ury car sales is driven ma;orly by increased &ealth7creation

&ithin

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average %ndian o ulation and the desire of individuals to ;oin the millionaire7club by

flaunting their &ealth$

3%5 L'0'ry !ar ma8ors in In ia

Mercedes7BenJ, BMW and Audi ut together have around * @ market share$ he German

car brand Mercedes7BenJ had first7mover advantage as it had started o erations in %ndia in

!"" and there &as no direct com etition in this category$ 6o, it remained V3umero

noI lu'ury car brand in %ndia for more than a decade$ But, market dynamics have

changed significantly after the entry of BMW in . # follo&ed by Audi in . $

he overall market share of lu'ury cars has been reorganiJed due to the ne& entrants$ his

has resulted in ne& e-uations being forged amongst the various layers, driven rimarily by a

ra idly s&elling millionaire7club having diversified choices and references$ %n . #, BMW had22


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"@ market share &hich has no& gro&n to ?.@, cata ulting BMW as the number one lu'ury

brand in terms of sales$ Audi &hich started its o erations in . has had the fastest gro&th7rate

amongst the three and has no& ca tured . @ of the lu'ury car market$ 6o, the %ndian lu'ury car

market is favorable for ne& entrants &ho are ca able of grabbing the unta ed o ortunities by

follo&ing the customer7oriented a roach and having ability to induce demand by innovation at

each level of marketing mi'$

9% M# in In ia

BMW entered the %ndian car market in the year . # &ith the launch of its first BMW model$

he com any established a sales subsidiary in Gurgaon in . # to develo its dealer net&ork$ %n

. , BMW set u its first state of the art manufacturing unit in Dhennai$ he com any


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% Pro '!t Line'p

he BMW lineu consists of highly elegant and e'otic cars including the ! series, / series,

series and series to be hybrid cars made e'clusively to meet the needs of highly e'ecutive

eo le and officials from very so und rofessional backgrounds$ hese cars are sim le yet

elegant and have many accessories that make them uni-ue in all terms$ %n addition to this,

there is an 6 + kno&n as the /$ he M series in BMW is made e'clusively in s orts related

to cars$ his roduct line of BMW is loved by many car lovers for the s orty looks as &ell as

the classic engine$

)


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6% M# In ia an Competition Pro '!t Mappin/


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54%9 Promotion

Advertisement

4he 5M" (lu%5M" tudio

of 7ndia

5M" Art(ars 8i rect

e9hi%ition Mar keting

Promotion

Association (olla%orati on

#ithleading #ith e:%ay :fashion online

designers promotio n

5M" ! olf (up: Filmeng aging Advertising 7

customers; 5M" shortdea lers films

5% A )ertisements:

9or very many years, BMW branding centered around SCriveS, and the man ufacturer roudly romoted itself as the V ltimate Criving Machine$I

his tagline became synonymous &ith BMW, but since . * it began to shift i s em hasis onto SLoyS$ %t rovides a Vbehind the s cenes look at the making of the famous


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;7oy is M#;!ommer!ial <

his commercial doesnIt aim to romote individual vehicles, instead it tells otentialconsumers the story of the &hole brand$

he vie&er feels as though being art of this community must be a very ositive and magicale' erience as it a ears to make everyone involved e'tremely ha y$

T"e M# Cl'+ of In ia

BMW rovides facilities and lu'urious lifestyle to its customers by roviding facilities like

BMW club of %ndia$ he BMW Dlub of %ndia is a not7for7 rofit organiJation &hose activities

are funded rimarily through membershi fees$ he BMW Dlub is arranges a &ide variety of

social,


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technical and driving events, including autocross, high7 erformance driver


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Film A )ertisin/

BMW is one of the rominent users of film advertising &here they are combining the ideas of roducing a series of short films and using the %nternet in an advertising cam aign$ BMWassembles a cast of A7list directors and actors, and develo s scri ts &ithin the basic frame&ork

of having a central character that hel s eo le through difficult circumstances using deft drivingskillsUin a BMW$ hus, the car becomes the star$

Ot"er Inno)ati)e mar$etin/ a!ti)ities

• M# ,olf C'p %nternational organiJed golf tournament across ten cities 0 Rolkata,

Bangalore, Dhennai, 2yderabad, Celhi, Dhandigarh, 8une, Mumbai, Ahmedabad and

Gurgaon$ %t invited its customers, ros ects and o inion leaders to take art in this

tournament and rovided the right mi' for an e'clusive social interaction$

• 9ormal inin/ an *ine tastin/ e)ents at leading BMW dealershi s across %ndia$

• Dommunication of the rich heritage of BMW Eras through asso!iation *it" lea in/ fas"iondesigners and events such as the %ndia Douture Week$

• %ndulging customers in lifestyle events such as C'linary #or$s"ops an Art E0"i+itionsat the BMW 6tudi$

• T"e M# Art Cars e0"i+ition that &as held at the Lahangir Art Gallery in Mumbai$

• Donce tualiJed the M# t' io on Lan ath as a venue &here our customers can indulge&ith the brand in an e'clusive environment$

54% Pla!ement

(hennaiManufacturing;Assem%ling 8ealers Across the country (ustomers plant

BMW %ndia uses e'clusive distribution strategy &hich involves limiting distribution to a single


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outlet$ 6ince BMW cars are highly riced it re-uires the dealers to lace much detail in its sell$

BMW kno&s that to do&n a roach doesn


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o lot the 8FD for BMW / series, monthly sales of BMW / series &ere used$

BMW !eries Mont"ly !ales

-.

..

s o l d 2-.

o #

u n

i t s 2..

$ u m % e r 1-. eries

1

1..

-.

.

F e % : .

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M a y : . 3

A u g : .

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$ o v : .

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F e % : .

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1

9rom the above curve it can be observed the BMW / series is more or less entering the maturity hase from the gro&th hase$ Based on 8FD &e can lot the BDG matri' for BMW / 6eries$

elative Market 6hare

2igh 6tars >uestion

Mark

Market Gro&th

ate M# 9 eries Cogs

Dash Do&s

Fo&

2igh Fo&


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8A 7.

INTRO=2CTION


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INTRO=2CTION

%t gives me immense leasure to resent you this entire ro;ect$ he ro;ect em hasis on SA

6 C4 MEA6 E 6A %69AD % 3 FE+EF 9 BMW DA W3E 6 A3C

6 GGE6 A88 8 %A E MEA6 E E32A3DE 2E 6AFE6 A F DR3 W

D% 4T he study is undertaken at BMW6 eed Motor&agon vt ltd$ Fuckno& $

he ro;ect focuses on measure satisfaction level to&ards the BMW car &ith res ect to

enhance sales at Fuckno& city$

Fiterature evie&:

%3C%AI6 leading car manufacturer BMW is all set to launch its much a&aited

BMW Ciesel car$ he move is likely to stir the high end com act car segment as &ell as the

mid7siJe seaden market to an e'tent$

As in the case of BMW etrol,&hich &as launched in %ndia around the same time

as in other arts of the &orld,the com any is launching BMW Ciesel &ithin a fe& months of

launching it in Euro e $ he Ciesel engine at resent has a localiJation level of $ @,making

it more suitable to the %ndian roads$ he eo le are eager to look at change in automobile

industry$

he BMW has e' onential gro&th in market &ith high com etition,in the BMW you

get aircon,&hich Audi is not offered in the >/ and that is big lus$ nabasehedly stylish$&ith

a clear sense of muscularity car in a history of BMW$ he auto e' erts say as Even if the

BMW had no engine eo le &ould buy it 0


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and thatIs because of its outrageous conce t car looks$As er the resent surveyed concern

the result of the sales is higher than the last year$

Dustomer 6atisfaction:

ne of the key re-uirements of customer satisfaction is to amicably

solve any customer com laintN roblem$ ften a roblem &ell solved strengthens the relation

further and this ha ens at the ersonal level and also at the organiJational level$

Bond!!! and et$al,identified three different sets of critical 0to7-uality(D >)9actors that

generate Dustomer satisfaction and dissatisfaction: basic, articulated and basic factors may

betaken as stated need and the im lied need res ectively$ E'citement factors are -uite

different in nature, their absence does not lead to dissatisfaction, but their resence in

roductsNservices generate high levels of satisfaction, they have a tly commented that

e'citement factors are the most difficult to identify and they have to be discovered along &ith

the customer$ An effective com laint handling rocess hel s identify these factors$

9irms should use the standard not only for immediate im rovement in

customer satisfaction through effective com laint handling rocess but also take strategic

advantage by making the system more convenient for the customer to lodge a com laint in

order to get better ideas from the customers$ his standard is suitable for both big and small

organiJation$

6ales 8romotion


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Meaning of 6ales romotion:

An activity designed to boost the sales of roducts or service$ %t may include an advertising

cam aign, increased ublic relation activity, a free7sam le cam aign, offering free gifts or

trading stam s, arranging demonstrations or e'hibitions, setting u com etitions &ith

attractive riJes, tem orary rice reductions, door7to7door calling telemarketing, ersonal

letters on the methods$

Dategories of the sales romotion$ :

he most common sales romotion strategies are to target the audience

of romotion such as consumer, trade and sales force$

Donsumer 8romotion

rade romotion$


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6ales 8romotion 6trategies

8romoting your business is an im ortant art of your daily activities$ After all, if customers are

not sho&ing u , then you can am =X /"=t make a sale$ o romote your business in an effective

&ay, consider using the tried and true sales strategies of am =-uot=8ush am =-uot= and

am =-uot=8ull$ am =-uot= Whether you use cou ons, givea&ays or incentives for your best

sales erson, you &ill see your bottom line increase$

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8ush 6ales 6trategy

he ush sales strategy emanates from manufacturers &ho am =-uot= ush am =-uot= their

roduct through the su ly chain to the consumer$ %ncentives are offered that give each middle7carrier motivation to convince the ne't erson to buy the roduct$ raditionally, this techni-ue

includes remiums, &holesale discounts and buy7back guarantees$

his techni-ue is not only for the big layers &ho vie to get their roduct carried by other

retailers$ %f you have a small retail outlet or o&n a service7 roviding com any, you can still

benefit from this strategy$ ffering a bonus to your staff for selling the roduct or service of7the7

&eek is a am =-uot= ush am =-uot= techni-ue$ Give customers a free item for referring a

friend to your business$

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8ull 6ales 6trategy

he am =-uot= ull am =-uot= strategy &orks by getting the end consumer interested in the

roduct to create a demand$ When the demand is there, the su ly chain ulls it through, as

retailers ask su liers and distributors, &ho in turn ask the manufacturer about the roduct$ %f

your business has the resources, you can launch a cam aign to get end consumers e'cited about

your roducts$ elevision, rint and electronic advertising o tions lend themselves to the ull

strategy$

elated eading: he Methodology of 6ales 8romotion

Dombining 8ush and 8ullo bolster sales, try combining the t&o systems$ 9or instance, offer your customers cou ons, free

gifts or a fre-uent customer loyalty incentive to drive traffic to your business$ hese activities

fall under the am =-uot= ull am =-uot= strategy$

At the same time, offer your sales team an incentive such as a vacation contest, e'tra commission

or a better arking s ace for selling a articular roduct or moving a certain volume of

merchandise$ his falls under the am =-uot= ush am =-uot= strategy$

By combining the t&o methods as art of an overall romotion, you &ill be matching motivated

buyers &ith an eager sales team to increase sales gro&th$

http://smallbusiness.chron.com/methodology-sales-promotion-12093.htmlhttp://smallbusiness.chron.com/methodology-sales-promotion-12093.html


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5% A )ertisin/

What is advertisingQ

Advertising is a form of communication designed to ersuade otential customers to choose your

roduct or service over that of a com etitor

6uccessful advertising involves making your roducts or services ositively kno&n by that

section of the ublic most likely to urchase them$

%t should be a lanned, consistent activity that kee s the name of your business and the benefits

of your roducts or services u ermost in the mind of the consumer$

Why advertiseQ

he ob;ective of advertising is to increase your rofit by increasing your sales$ Advertising aims

to:

Make your business and roduct name familiar to the ublic

Dreate good&ill and build a favourable image

Educate and inform the ublic

ffer s ecific roducts or services

Attract customers to find out more about your roduct or service


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he rules of advertising

here are four rules to consider &hen lanning any advertising activity 0 ie: before you re are

and book any form of advertising$

Aim 7 What is the rimary ur ose of the advertisementQ %s it to inform, sell, roduce listings or

im rove the image of your businessQ

arget 7 Who is the targetQ 9rom &hich sector of the ublic are you trying to achieve a res onseQ

9or e'am le is it male, female, adult, teenager, child, mother, father etc$

Media 0 Bearing the aim and target in mind, &hich of the media available to you is the most

suitable 0 ie: +, radio, ress or %nternetQ

Dom etitors 0 What are your com etitors doingQ Which media channel do they useQ Are they

successfulQ Dan you im rove on their a roach and beat them in com etitionQ

Cevelo ing effective advertising

Good advertising generally elicits the follo&ing four res onses:

Attention 0 %t catches the eye or ear and stands out amid the clutter of com eting advertisements$

%nterest 0 %t arouses interest and delivers sufficient im act in the message or offering$


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Cesire 0 %t creates a desire to learn more or crave o&nershi $

Action 0 %t s urs an action &hich leads to achievement of the adIs original ob;ective 0 ie: it

rom ts otential customers to urchase or use your roduct or service$

Making sure your advertisement is legal

6ection . of the rade 8ractices Act (Dth) !" ? rohibits misleading or dece tive conduct$

4ou must consider the advertisement as a &hole and the ordinary meaning of the &ords used$

4ou must determine if the eo le to &hom the advertisement is directed are likely to be misled

or deceived by its content$

4ou can use humour, cartoons and slogans to make your ad stand out, but be sure theyIre not

likely to mislead or deceive your audience$ he Australian Dom etition and Donsumer

Dommission (ADDD) rovides advertising guidelines in information circulars that are available

from the local office of the ADDD, or from &&&$accc$gov$au$

Dommonly used media

here are many media o tions o en to advertisers$ Which media you use &ill de end on &ho

you are trying to reach, &hat you &ant to say and your budget$ ften a combination of media

(the media mi') can be used to good effect$ emember to kee your branding and message

consistent across all media$ his includes use of colours, logos, design elements and fonts$

Z 6tationery


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6tationery, &hich includes letterheads, envelo es and business cards, is a means by &hich your

business image or Sname identificationT is ro;ected$ Good -uality stationery, used &ith care and

attention and &ith a high standard of resentation, is an everyday means of resenting your

business image$

Z Windo& dis lay or office front

he e'ternal resentation of your business office or sho is one of the rinci al &ays of

establishing your business image$ An attractive, &ell maintained e'terior &ith clear, bold sign

&riting is an essential start$ Windo&s should be bright, attractively resented, scru ulously clean

and &ell lit at night$ he dis lay should be arranged neatly and aimed at ro;ecting an attractive

com any image and roviding a reason to buy your roducts or services$ Above all it should

have sufficient im act to attract attention$

Z 8ress advertising

his is a commonly used form of general advertising and includes advertising in all ress such as

ne&s a ers, magaJines and ;ournals$ 8ress advertising is suitable for image building,

information dissemination and sales cam aigns$ %t is also a very affordable o tion for small

businesses$

Z adio

adio is considered by many advertisers as an ideal medium due to its ability to reach s ecific

target grou s e$g$ teenagers, racing follo&ers or grocery buyers$ adio advertising covers s ot

adverts (usually ! or / second), romotions or talkbackNCL discussions$ Most radio stations


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offer ackages &hich include roduction and e'tension of your radio cam aign through their

&ebsites$


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Z Dinema

4ou can urchase cinema advertising by individual cinemas or screens for a set amount of

screenings or SrunsT$ Most roviders offer ackages &hich include roduction and screening of

your advertisement

Z 8oint of 6ale

Advertising at the oint &here the consumer makes a urchase decision eg: floor stickers, in7

store digital advertising, sho ing trolley signage, shelf or counter osters or laying intervie&s

about your roduct in store$

Z nline

he o tions for online advertising continue to gro& ra idly$ hey include advertising on your

&ebsite, advertising on other &ebsites, creating links to your &ebsite from other &ebsites,

ublishing blogs, offering online roduct games, social net&orks and forums$

Z Cirectory listings

Many consumers use business directories to find a su lier$ Cirectories include the yello& or

&hite ages, union directories, trade directories or local business directories$

Evaluating the effectiveness of your advertising

9amous American de artment store merchant Lohn Wanamaker (!*/*7!"..) &as attributed as

saying S2alf the money % s end on advertising is &asted 0 the trouble is % donIt kno& &hich


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half$T his -uote is often still true today as many businesses do not evaluate the effectiveness of

their advertising$

Evaluating effectiveness can be as sim le as staff asking every ne& customer S2o& did you hear

about usQT or asking every customer that res onds to an advertised s ecial S&here did you see or

hear our advertisementQT

Whatever method you use, it is absolutely critical in getting to value for your advertising dollar

by finding out &hich media &orks and &hich doesn


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2andling ob;ections 0 demonstrating the roduct or service value to overcome real or erceived

ob;ections or misunderstandings that are im eding the urchase decision$

Dlosing 0 bringing the selling rocess to a successful conclusion by either asking for the order or

res onding to a ositive decision from the ros ect$

9ollo&7u 0 roactive or reactive contact &ith the urchaser to establish their satisfaction level

and to address any roblems that may e'ist$

%n lanning the selling element of your marketing strategy you &ill need to consider the

follo&ing:

he siJe and structure of your sales team

ecruiting, training, motivating and evaluating individuals and the team as a &hole

he remuneration structure

he locationNterritory to be serviced

Management and communication systems

6elling is a articularly im ortant element if you are marketing services because the urchaserof a rofessional service is in fact buying the ca abilities of the seller$ 6o he or she &ould be

closely evaluating the behaviour and characteristics of your sales erson, your business, its

re utation, facilities and a earance$


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/$ 6ales 8romotion

What is sales romotionQ

6ales romotion relates to short term incentives or activities that encourage the urchase or sale

of a roduct or service$ 6ales romotions initiatives are often referred to as Sbelo& the lineT

activities$

What are the ma;or sales romotion activitiesQ

6ales romotion activities can be targeted to&ard final buyers (consumer romotions), business

customers (business romotions), retailers and &holesalers (trade romotions) and members of

the sales force (sales force romotions)$ 2ere are some ty ical sales romotion activities:

Donsumer romotions

8oint of urchase dis lay material

%n7store demonstrations, sam lings and celebrity a earances

Dom etitions, cou ons, s&ee stakes and games

n7 ack offers, multi7 acks and bonuses

Foyalty re&ard rograms

Business romotions


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6eminars and &orksho s

Donference resentations

rade sho& dis lays

elemarketing and direct mail cam aigns

3e&sletters

Event s onsorshi

Da ability documents

rade romotions

e&ard incentives linked to urchases or sales

eseller staff incentives

Dom etitions

Dor orate entertainment

Bonus stock


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6ales 9orce 8romotions

Dommissions

6ales com etitions &ith riJes or a&ards

Back to to

?$ 8ublic elations

What is ublic relationsQ

he 8ublic elations %nstitute of Australia (8 %A) defines 8ublic elations (8 ) as: S he

deliberate, lanned and sustained effort to establish and maintain mutual understanding bet&een

an organisation (or individual) and its (or their) ublicsT$

8ut more sim ly, ublic relations is about building good relations &ith the stakeholders ( ublic)

of your business by obtaining favourable ublicity, building a good cor orate image and

handling or heading off unfavourable rumours, stories and events$


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By building good relationshi s &ith your stakeholders, articularly customers, you can generate

ositive &ord of mouth and referrals from satisfied customers$

Who is a stakeholderQ

6takeholders are the various grou s in a society &hich can influence or ressure your businessIs

decision making and have an im act on its marketing erformance$ hese grou s include:

DlientsNcustomers

6taff

6hareholders

6trategic artners

Media


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Government

Focal community

9inancial institutions

Dommunity grou s

erationally, stakeholders really refer to those grou s that your business is or should be,

communicating &ith$

What are the main ublic relations toolsQ

y ical 8 tools include:

3e&s creation and distribution (media releases)

6 ecial events such as ne&s conferences, grand o enings and roduct launches

6 eeches and resentations

Educational rograms

Annual re orts, brochures, ne&sletters, magaJines and A+ resentations


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Dommunity activities and s onsorshi s

What are the key ste s in im lementing ublic relationsQ

%m lementing effective ublic relations activities re-uires careful lanning$ he three ma;or

ste s are outlined belo&

6etting the ob;ectives 0 &hat is it you &ant to achieve and &ho do you &ant to reachQ %s it to

create a&areness of a ne& roduct or service to your e'isting clients, to overcome community

misconce tions about your business or to create a ositive im ression &ith your bank managerQ

Ceciding on the message and the vehicle 0 &hat is the ma;or thing you &ant to communicate and&hat ublic relations tools &ill you use to get the message to its targetQ

Evaluating the results 0 did you achieve the desired result and did it lead to a ositive outcomeQ

Many small businesses do not devote enough attention to ublic relations in their romotional

mi' but done ro erly, it can be a o&erful and cost effective business develo ment and

marketing tool$


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6 A EME3 9 2E 8 BFEM

%n %ndian car industry, small car segments have layed a very crucial and significant role due to

its economy, efficiency and effectiveness$ Cue to invasion of foreign cars into %ndian markets,

the ace of com etition has hiked$ his study &ill rovide solutions to the roblems of the

management to kno& the satisfaction level of the BMW car o&ners$ And the reason for

referring or not referring the 6 eed Motor&agen 8vt$ Ftd$ services, by the BMW car

customers$

hus kee ing these oints in mind, a fe& ob;ectives &ere set such as satisfaction level of BMW

car and &ith res ect to services of the 6 eed Motor&agen 8vt$ Ftd$ he references to&ards

articular car and services or articular facility, the effectiveness of the introduced services,

causes for dissatisfaction are some ob;ectives of this study$


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P2RPO E OF T2=Y

he main ur ose of the study is to kno& the SA 6tudy to Measure the 6atisfaction level of

BMW car &ners and to 6uggest a ro riate measure to enhance the 6ales at Fuckno& DityT

his study &ill rovide solutions to the management by understanding feedback from articular

car users$ he organiJation should lend the services in such a manner &hich &ill satisfy their

customer in other &ards the Dustomer satisfaction lay im ortant role in the success of any

organiJation


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COPE OF THE T2=Y

he study &ill rovide the solutions to the management by understanding customer feedback,

and the level of satisfaction to&ards the service rovided by the management or organiJation$

hrough this study the management &ill kno&

o study the reason &hy eo le o t four7&heeler

o kno& the features considered by the customers &hile urchasing a BMW car$

o kno& the satisfaction level of BMW car o&ners

o kno& the reason for referred only BMW car

o suggest a ro riate measure to enhance its sale at Fuckno& city


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O 7ECTI.E OF THE T2=Y

!$ o kno& the satisfaction level of BMW car through various measures$

.$ o understand com etitive advantage to&ards other car segments

/$ o find o inions of res ondents as regards to their state of level of satisfaction &$r$t

BMW car$

?$ o understand the facilities Nservice e' ected by customers from Cealer$

$ o suggest a ro riate measure to enhance the sales of BMW car


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RELE.ANT HYPOTHE I

Z TATI TICAL TE T: he statistical rocedure to dra& an a ro riate conclusion from

sam le data about a o ulation arameter$

Z HYPOTHE I : Any statement concerning an unkno&n o ulation arameter$

Z Aim of a statisti!al test: est an hy othesis concerning the values of one or more

o ulation arameters$

48E6 9 248 2E6%6

Z N2LL HYPOTHE I ?H 4 states that a treatment has no effect or there is no change

com ared &ith the revious situation$ he arameter is e-ual to a single value$

Z ALTERNATI.E HYPOTHE I ?H A states that a treatment has a significant effect or

there is develo ment com ared &ith the revious situation$ he arameter can be greater

than or less than or different than the value sho&n in 2 $


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RE EARCH METHO=OLO,Y


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E6EA D2 ME 2 C F G4

Cata for this study &as collected by means of a 6urvey conducted in Fuckno& city$

he >uestionnaire (sho&n in Anne'ure) &as used Mainly to test the model ro osed for

Attitude to&ards online soft&are sho ing$ he ty e of research &as both e' loratory as &ell

as Cescri tive$ Fikert five oint scales ranging from 6trongly Agree to strongly disagree

&as used as a basis of >uestions$ We took around eleven different factors by studying the

e'isting models of consumer attitudes that lay an im ortant role in online soft&are

urchase, and then ro osed a model leading to online soft&are sho ing$ his model &as

then tested in our research by the ercentage analysis in ms7 e'cel$

esearch Cesign

When collecting data to a roach the ur ose of a research there are t&o &ays in &hich the data

can be collected$ %n order to ac-uire a General kno&ledge about the to ic, secondary data is

rimarily used and is one of the &ays by &hich data can be collected$ he second &ay to collect

data is the rimary data collection$ sually &hen a study is conducted, secondary data is not

sufficient enough and needs to be com leted &ith rimary data &hich is collected by the

research$

Cescri tive esearch Method

We &ill conduct our research in order to collect rimary data and reach the ob;ective of the

Cissertation$ We &ill also be discussing &hich different ty es of Methodologies that &ere used$

6ince our research is of descri tive character our rimary intention &as to collect rimary data

and analyJe it$ By doing so &e found the factors 8rice, rust and Donvenience$ We then


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collected rimary data through a survey$ he main ur ose of the survey &as to collect data

about nline soft&are Donsumer Behavior and the significance of the established factors, 8rice,

rust, and Donvenience %n order to be able to find and establish nline soft&are Donsumer

6egments, Donsumer raits and nline soft&are Behavior had to be identified$$

6am le Cesign

he factors that &e intended to e'amine can be a lied to and investigated at any o ulation that

uses the %nternet and buys online soft&are roducts nline soft&are$ 6ince there are time and

resource restraints, a s ecific 8o ulation had to be identified in order to generaliJe and create

relevant segments$ We decided that the sam le siJe should contain over . res ondents and &e

collected ans&ers from . res ondents$ he o ulations for this research are rofessionals

students at Fuckno& city$ he city &as chosen on a convenience basis$ Donvenience sam ling

involves using sam les that are the easiest to obtain and is continued until the sam ling siJe that

is need is reached$

We &ill attem t to collect as many res ondents as ossible but since &e &ill be

studying students rofessionals &e assume that there &ill be little variation in the o ulation

making it more a roved to generaliJe the res onse rates$

he sam le siJe &as ! $

CA A D FFED % 3 ME 2 C

i) 8 %MA 4

!) Cirect 8ersonal %ntervie&

.) %ndirect 8ersonal %ntervie&


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/) %nformation from res ondents

ii) 6ED 3CA 4

a) 8ublished sources

!) Govt$ 8ublication

.) e ort Dommittees and Dommissions

/) 8rivate 8ublication

?) esearch institutions

) n ublished resources

8 %MA 4 CA A

8rimary data are those &hich are collected for the first time and are thus original in characters$

8rimary data are in the sha e of ra& material to &hich statistical methods are a lied for the

ur ose of analysis and inter retation$ After statistical treatment the rimary data loss their

original sha e and become secondary data$

6ED 3CA 4 CA A

6econdary data are those &hich have already been collected by some other ersons and &hich

have assed through the statistical machine at least once$ 6econdary data are usually in the sha e

of finished roducts since they have been treated statistically in some form or the other$

> E6 % 33A% E6:

here are four ty es of -uestionnaires:7

!) Cisguised structured

.) Cisguised non7 structured


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/) ndisguised structured

?) ndisguised non structured

6AM8F%3G ME 2 C

%n statistics, the term o ulation or universe means any finite or infinite collection of individuals

and sam ling means a art of o ulation or a subset from a set of units &hich is rovided by

some rocess or other usually by deliberate selection &ith the ob;ect of investigating the rocess

or set$

Broadly s eaking sam ling method can be divided into t&o arts

!) 8robability sam ling: %t is a method of sam ling in &hich the robability of unit being

selected is kno&n$ %t can be categoriJed under follo&ing subty es

a) 6im le andom 6am ling

b) 6tratified andom 6am ling

c) 6ystematic 6am ling

d) Dluster 6am ling

.) 3on7 8robability sam ling: %t is method of sam ling in &hich the robability of a unit

being selected is not kno&n$ %t can be categoriJed under follo&ing sub ty es:

a) >uota 6am ling

b) Ludgment 6am ling

c) Donvenience 6am ling

d) 6no& Ball 6am ling


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Researc" Met"odolo&y

&esearch type < 8escriptive &esearch8ata ources < Primary 8ata econdary 8ata

&esearch approach < Personal 7ntervie#

&esearch instrument < =uestionnaire

4ype of >uestions < tructured

4ype of >uestions < (lose:)nded =uestions

&esearch ?nit < @?( $*"

(ontact method < Personal

LIMITATION OF THE T2=Y


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• Money &as the greatest limitations in carrying out the surveys$

• he sam ling &as of convenience sam ling, &here the error could be of the highest

level$

• he sam le siJe &as ! &hich can not re resent the taste of a large no$ of

o ulation$

• he ans&er given by the res ondents believe as true statement$

• he res ondents in many cases &ere hesitant to give e'act information$

• 6ome facts cannot be re resented in statistical form &hich is also a dra&back$

• 6ome -uestions &ere of sub;ective nature and could not be included in the

inter retation$


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PART-9

=ATA ANALY I AN= IT INTERPRETATION


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A3AF46%6 A3C %3 E 8 E A % 3

>!$ Why did you o t for a four7&heelerQ

9re-uency 8ercent

+alid 3eed /! /!$

Domfort !! !!$

6tatus ?* ?*$

6tylish ! ! $otal ! ! $

StylishStatusComf ortNeed

P e r c e n t

60

50

40

30

20

10

0

%nter retation: he above gra h reveals that ?*@ of the res ondents o t four &heeler for

status,/!@ of res ondents for the need on the regular bases,!!@ of the res ondents o t

for comfort of service, and ! @ of the res ondents o t four &heeler for the style $ he

ma;ority of res ondents are o t BMWcar for their status and need for regular bases$


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>.$2o& did you get to kno& about BMWcar

9re-uency 8ercent

+alid + Ads // //$E'isting customers .! .!$

MagaJines .? .?$

9riends !. !.$

%nternet ! ! $

otal ! ! $

Internet

Friends

Maga ines

!"isting customers

$%& 'ds P e r c e n

t

40

30

20

10

0

%nter retation: 9rom the above gra h sho&s that //@ of the res ondents came to kno& of

BMWcar through + ads,.?@ of the res ondents through magaJines,.!@ of the

res ondents through the e'isting customers and !.@ of res ondents from friends,! @

of res ondents through internet$ he above gra h e' lained that ma;ority of res ondents

are + ads and MagaJines$


69/97


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%nter retation: 9rom the above gra h reveals that ?#@ of the res ondents refer for

Aesthetics, / @ of the res ondents refer for conscious lu'uries, !*@ of the res ondents

for safety features and #@ of res ondents refer BMWcat for mileage$ he above gra h

states that the customers are eager to buying car BMWcar through various attributes of

car$


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>?$6tate the level of satisfaction of BMWcar service rovided by 68EEC

M WAG 3 8+ $ F C$

9re-uency 8ercent+alid Dom lete 6atisfied ?* ?*$

6atisfied / / $

3either 6atisfied " "$

Cissatisfied * *$

otal ! ! $

)issatisf iedNeither Satisf iedSatisf iedCom*lete Satis f ied

P e r c e n t

60

50

40

30

20

10

0


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%nter retation: he above gra h is e' laining about the satisfaction level to&ards 6M8F

service, ?*@ of the res ondents are having the o inion that they are satisfactory

level,/ @ of the res ondents surveyed are having the o inion that they are satisfied,"@

of the res ondents surveyed are having the o inion that neither satisfied or nor

dissatisfied and *@ of the res ondents are having o inion that they are not satisfied$ he

ma;ority of the res ondents are satisfied &ith the services and the satisfaction level can be

increased gro&th economically$


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> $8lease rank the follo&ing features in the order of riority &hile making a buying

decision for a four &heeler

9re-uency 8ercent+alid Aesthetic /" /"$

8rice .! .!$

Mileage .! .!$

Maintena

nce

!" !"$

otal ! ! $

MaintenanceMileagePrice 'es thetic

P e r c e n t

50

40

30

20

10

0

%nter retation: he above gra h reveals that the rank &ise ercentage of customer

reference measures attributes of cars$/"@ of the res ondents are ranked for

Aesthetic,.!@ of the res ondents for the rice of car,.!@ of the res ondents ranked for


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mileage and !"@ of the res ondents ranked for maintenance$ he above states that the

ma;ority of res ondents are aesthetic, rice and mileage of BMWcar$


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>#$Which of the follo&ing facilitiesN6ervices do you e' ect from Cealer

9re-uency 8ercent

+alid >uick 6ervice ?/ ?/$%nformative 6alesman /! /!$

8rom t Ciscount on s ares .! .!$

9inance 9acilities $

otal ! ! $

Finance Facilities

Prom*t )isc ount on s

Informati&e Salesman

+uic, Ser&ice P e r c e n

t

50

40

30

20

10

0


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%nter retation: he above gra h is e' lained the facilities e' ected by customers at the

time of buying a four &heeler car$?/@ of the res ondents referred for the -uick service,

/!@ of the res ondents refer and need the facility of informative salesman, .!@ of the

res ondents refer facility of rom t discount on sales and @ of res ondents refer

facility of finance facilities$ he ma;ority of the res ondents are for -uick services and

informative salesman$


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> $2o& do rate the follo&ing in the BMWcar

9re-uency 8ercent

+alid 8rice # #$

6tyle .* .*$

Maintenance " "$

9uel efficiency $

otal ! ! $

Fuel efficencyMaintenanceStylePrice

P e r c e n t

60

50

40

30

20

10

0

%nter retation: he above gra h reveals that the rate given by the res ondents to their

cars$ #@ of the res ondents rated for rice, .*@ of the res ondents rated for style and

features of cars,"@ for the maintenance and @ of the res ondents rated for fuel

efficiency$ he above states that the &ners of BMWcar are very stylish and offered for


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ne& change according to lifestyle changes$


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>*$%f you &ere to buy a ne& car &hich means of 9inance &ould you 8refer

9re-uency 8ercent

+alid Bank Foan # # $

Dar Foan // //$

otal ! ! $

Car (oan-an, (oan

P e r c e n

t

.0

60

50

40

30

20

10

0


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%nter retation: 9rom the above gra h e' lained that # @ of the res ondents referred for

Bank Foan, //@ of the res ondents referred Bank Foan as means on finance of car

Foan$ he ma;ority of res ondents states that they referred Foan &hile buying a ne&

car$


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>"$BMWDar has been created resurrecting brands in the market

9re-uency 8ercent

+alid 6tronglyagree

? ?$

Agree ?# ?#$

otal ! ! $

'greeStrongly agree P

e r c e n t

60

50

40

30

20

10

0

%nter retation: 9rom the above gra h &e come to kno& that ?@ of the res ondents

strongly agree and ?#@ of the res ondents agreed to say that BMWcar resurrecting brand

image in the market$ he above states that the economic level of BMWcar is e' onential

gro&th in the market$


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$ Which bank do you refer in getting financial hel &hile urchasing a Fu'ury carQ

(A) BALAL AFF%A3H (B) 2C9D (D) 6B% (C) thers

3ame of the bank 3o$ of customers

BALAL AFF%A3H .!2C9D #

6B% .

2E 6 /

otal ! @

able$ 3o$

9ig$no$

Most of the customers refer BALAL AFF%A3H and 6B% banks for taking financial hel &hile

urchasing a lu'ury car$ Dustomers are asking for min interest on financial hel rovided by the

banks$

*$ Which ty e of finance do you referQ

(A) %n house finance (B) ut house finance (D) 3o difference bet&een the t&o


83/97


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FIN=IN,


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9%3C%3G6

!$ According to survey it is found that ?*@ of res ondents o t four &heeler for the status,

as the first most crucial feature considered &hile urchasing a car,and/!@ of the

res ondents 3eed is considered as the second considerable feature and!!@ for the

comfort of service and ! @ of the res ondents o t for stylish$

.$ %t is found that //@ of the res ondents came to kno& about the BMW car through $+

advertisements and .?@ of the res ondents came to kno& about the car through

magaJines, .!@ of the res ondents came to kno& through e'isting customers and !.@ of

the res ondents through friends, only ! @ of the res ondents came to kno& through

internet$

/$ %t is found that ?#@ of the res ondents referred only BMW for Aesthetics,/ @ of the

res ondents referred for lu'urious and !*@ for the safety features and very fe& for #@

for the mileage$

?$ %t is found from the survey that ?*@ of the res ondents are satisfactory by 6M8F

6ervices, / @ of the res ondents are having o inion satisfied, "@ for neither satisfied

nor dissatisfied and only *@ of the res ondents are dissatisfied$


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$ Among the res ondents surveyed, hirty7nine (/"@) of the res ondents referred for the

Aesthetics of a car$ &enty one (.!@) of the res ondents referred for the com etitive

rice of a car$ 3ineteen (!"@) of the res ondents referred for the maintenance and

comfort$ he ma;ority of the res ondents are referred for the Aesthetics and 8rice$

#$ %t is found that ?/@ of the res ondent refer >uick service as the most referred

facilities[services e' ected from the dealer and the ne't referred facilitiesNservices is

/!@ of the res ondents refer for informative salesman and .!@ of the res ondents

refer for rom t discount$

$ %t is found that # @ of the res ondent refer for Bank loan as the most referred means

of finance$ And //@ of the res ondents refer for finance means car Foans$

*$ %t is found from the survey that ?@ of the res ondents are strongly agree that BMW car

created resurrecting brands in the market and ?#@ of o&ners of BMW car are also

agreed to say that created resurrecting brands in com etitive rice &ith e' onential

gro&th$$


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D 3DF 6% 36


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D 3DF 6% 36

Fuckno& although a small city, is d&elled by middle and higher7class eo le in ma;ority$ hus

the market for four7&heeler has never been a dearth here$ But of all the varieties of cars available

here but most of customer referred only small cars$

Dustomers in this area need to change into their lifestyle$ his has fostered the entry of ne&

variety of 6mall cars available nation&ide to flourish in this market$ his has enhanced the

com etition in car market but BMW &ith stood this com etition by rating in the market share to

be highest by launching ne& BMW Dar in %ndian Market$

he results of the survey conducted sho&ed that customers are eager to urchase a BMW

branded cars$ 6o the buying behavior of customers that most of the customers urchase a car

based on Mileage follo&ed by rice and maintenance of car$ 9inally % &ould conclude that BMW

is more eyecatching$more refined and more ser friendly$ %t is &hole lot of en;oyable to drive

than anything else in the com act car category$


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6 GGE6 % 36


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6 GGE6 % 36

!$ According to surveyed res ondents found that Mileage, 8rice, 6tyle and the Domfort are the

most sought after features one looks at, &hile buying a car$ on the higher side is the fuel

efficiency, the s are arts availability and maintenance costs are other features, Which one

should look into buying a car, 6o manufacturer has to consider these as ects to attract and retain

customers to&ards brand of com any$

.$ ?/@ of the res ondents referred for -uick facilities or services from the Cealer, so need to

rovide -uick and fast services to customers and /!@ of the res ondents referred for

informative sales man there is need for informative sales man for accurate information about

cars$.!@ of the res ondents referred for discounts so Cealer should rovide it rom tly to its

customers after sales$

/$ Dom any should need to rovide most effective service to its customers through develo ing

their o&n ne& strategies and im rovements $

?$ nline sales romotion have been booming in recent years due to the over 0&helming

o ularity of internet, 6o com any should inculcate this romotional activity for increasing sale

of BMW cars that &ill create e' onential gro&th in market$

$ Most of Dustomers referred for Bank Foan facilities rather than 9inancial institutions, so the

com any should rovide facility, &here (# @) of the customers referred for Bank loan and //@

of the customers referred for financial institutions$ so com any should give information

regarding loan concerned$ $


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# Ciscount on accessories and 6 are arts act as influencing factor for urchasing decision$ 6o

Cealer can give a ro riate discounts on s ares and accessories after sales$


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PART-

B%BF% G A824


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B%BF% G A824

B R6 :

• E6EA D2 ME 2 C F G4 0 D$ $ R 2A %, 8AGE * , . !.$

WEB E9E E3DE :

• &&&$google$com

• &&&$en$&iki edia$org

• &&&$consumermarket$com

MAGAH%3E6 A3C L 3AF6

,lo+al CEO : MagaJines

Corporate to ay : MagaJines

Auto magaJines

http://www.google.com/http://www.en.wikipedia.org/http://www.consumermarket.com/http://www.google.com/http://www.en.wikipedia.org/http://www.consumermarket.com/


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> E6 % 33A% E

% am leased to introduce myself as MBA student of Ambalika %nstitute of Management and

echnology, Fuckno& $As a art of curriculum % have undertaken study to measure the

satisfaction level of BMW car o&ners and to suggest a ro riate measure to enhance the sales at

Fuckno& city$

!$ 3ame and Address

Dontact 3o:

.$What is your occu ationQ

E'ecutive Govt Em loyee

6ales erson rofessional 6elf em loyed

6tudent Any other s ecify

/$ Why did you o t for a four7&heeler

a$ 3eed b$ com ort

c$ 6tatus d$ 6tylish

Any other s ecify


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?$ 2o& did you get to kno& about BMW car

a $+ Ads b$ e'isting customers

c$ MagaJines d$ 9riends

e$ %nternet f$ Any other 6 ecify

$Why did you referred only BMW car

a$ Mileage b$ Aesthetics

c$ 6afety features d$ Fu'uries

e Any other s ecify

#$6tate the level of satisfaction of BMW car service rovided by 6M8F

a$ Dom lete satisfied b$ 6atisfied

c$ 3either satisfied d$ Cissatisfied

e 6ome &hat satisfied f$ Dom lete dissatisfied

$8lease rank the follo&ing features in the order of riority &hile making a buying decision for a

four &heeler (! for the most referred and * for least reference$

!$ AestheticNFook

.$ 8rice

/$ Mileage

?$ Maintenance

$ 6afety features

#$ 6 ace

$ Dom any service com ort


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*$Which of the follo&ing facilities Nservices do you e' ect from dealer

a$ >uick service b$ %nformative salesman

c$ 8rom t discount on d$ 9inance facilities

e$ Accessories

Ciscount on s ares Foan counter

2ome Celivery +alidity of s ares

"$What are the attributes of your car BMW car

8rice: very e' ensive E' ensive easonable

6tyle +ery style 6tyle 8lain

Maintenance +ery easy Easy Cifficult

9uel efficiency E'cellent Good 8oor

! $%f you &ere to buy a ne& car &hich means of finance &ould you refer

a$ Bank Foan b$ Dar Foan

c$ Dash ayment e$ Em loyee Foan

Any other s ecify


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!!$BMW car has been created resurrecting brands in the market

a$ 6trongly agree b$ Cisagree

c$ 3either agrees d$ 6trongly Cisagree

!.$ Which bank do you refer in getting financial hel &hile urchasing a lu'ury carQ

a) BALAL AFF%A3H b) 2C9D

c) 6B% d) others

!/$ Which ty e of finance do you referQ

a) %n house finance b) ut house finance

c) 3o difference bet&een the t&o

!?$8lease 6hare your e' erience &ith BMW car

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final manas bmw2

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